Adventures in Mobile Marketing

Simple Lessons from HR Newsletter

I profiled some airline industry emails the other day. Today, I am writing about some do’s and don’t's (mostly don’t's) that we can learn form a Human Resources newsletter.

How Did I Get On This List?
If your customers have to ask that, something went wrong in the lifecycle, customer contact arena. Either you didn’t follow up right after the opt-in transaction , establishing brand, From Address- great for enabling images btw- and cementing the relationship, or you don’t have a right to contact this person. This is the case in point- as a member on an alias of a non-profit, I submitted a request for sponsorship, and they took it as an opt-in to their newsletter.

I once helped out a friend who was starting a simple newsletter campaign to her contacts (she is a PR specialist) to tell people how you know them. Say it right off the bat. Especially if this is the first communique in a long time. “You may have met me on a job as a PR specialist, or from my old Floral industry days… ” it could be personalized, or just generally stated.

This was done right: a useable contact email address was easy to find. So, I contacted the list owner on how he received my email address, and he responded that his list is large (300,000) and full of respected HR professionals. Nice, but that wasn’t the question I was asking. So he should know how his sources originate, by setting up tracking IDs, or some other indicator as to what channel, either “you contacted us once for a request” or “you opted in on our web site.”

How to Unsubscribe Folks
Wrong: after that first email exchange, he refused to unsubscribe me manually.

I get another newsletter, and go to unsubscribe. The unsubscription page asks for more personal information than my email address. I’ve seen very large corporations try to harvest personal information at this point, and it’s the wrong idea. You can offer different preferences, but you really should key it all off of email address (or an internal key that maps 1-to-1 with email address.)

Recap

- Make it easy for folks to unsubscribe. Don’t ask more information than their email address. And, optimally, let them “one-click” unsubscribe by passing the email address in the link.

- Don’t implicitly opt-in people to your mailing list. Ask them. And, as is the trend now, ask twice.

More Info:
Email Labs’ “Spotlight on Double-Opt-Ins”

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Written on Monday, 07. April 2008 at 16:58 In the category Basics, ethics, mechanics, techniques. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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